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Google Updates Gambling Ad Policy for Germany

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Google has announced significant changes to its Gambling and games policy specifically for the German market. The update, set to take effect on September 25, 2024, introduces stricter requirements for gambling operators and brokers seeking to advertise on Google’s platforms in Germany. This policy revision aims to align Google’s advertising practices with German regulations and ensure compliance with local gambling laws.

According to the announcement, which came exactly one month before the implementation date, only gambling operators and brokers licensed by the Gemeinsame Glücksspielbehörde der Länder (GGL) will be eligible to apply for advertising certification for gambling products outlined in Google’s Gambling and games policy. The GGL, which translates to the Joint Gambling Authority of the German Federal States, is the central regulatory body overseeing gambling activities in Germany.

This policy update represents a significant shift in Google’s approach to gambling advertisements in the German market. Previously, a broader range of gambling-related services could potentially advertise on Google’s platforms. However, with the new policy, applications from advertisers of online gambling services who do not meet the GGL licensing criteria will no longer be accepted. This change extends to services offering gambling aggregation, such as websites that link to multiple offers from different operators on their landing pages.

The implications of this policy update are far-reaching for the online gambling industry in Germany. Existing certifications for services that do not meet the new criteria will be revoked on the policy’s effective date, September 25, 2024. This revocation will prevent these services from running gambling ads targeted at the German market through Google’s advertising platforms.

To understand the full impact of this policy change, it’s essential to delve into the technical aspects of Google’s advertising ecosystem. Google Ads, the primary platform for advertisers to reach Google’s vast user base, operates on a complex system of policies and certifications. The Gambling and games policy is a crucial component of this system, designed to ensure that gambling-related advertisements comply with local laws and regulations.

The certification process for gambling advertisers on Google involves several steps. Advertisers must first ensure they meet the eligibility requirements for their specific country or region. With the new policy update, this eligibility in Germany will be directly tied to GGL licensing. Once eligibility is confirmed, advertisers must complete an application process, which includes providing detailed information about their gambling operations and licenses.

Google’s policy update reflects the evolving regulatory landscape of online gambling in Germany. The country has implemented stricter controls on online gambling in recent years, culminating in the establishment of the GGL as a centralised regulatory authority. This move towards centralised regulation aims to create a more consistent and controlled environment for online gambling across all German states.

The policy change also highlights the challenges faced by multinational technology companies in navigating diverse regulatory environments across different countries. Google, as a global platform, must balance its business interests with compliance with local laws and regulations. This often results in country-specific policy updates, as seen in this case for Germany.

For gambling operators and advertisers, the policy update necessitates a reevaluation of their digital marketing strategies in the German market. Those without GGL licensing will need to explore alternative advertising channels or pursue licensing if they wish to continue advertising on Google’s platforms. This could potentially lead to a shift in the competitive landscape of online gambling advertising in Germany.

It’s worth noting that Google’s policy update aligns with broader trends in digital advertising regulation, particularly in sensitive sectors like gambling. Regulatory bodies and technology platforms are increasingly focused on ensuring that online advertisements for gambling services are responsible and comply with local laws.

The timing of this announcement, coming exactly 30 days before the implementation date, provides a window for affected advertisers to adjust their strategies. However, given the complexity of obtaining gambling licenses, this timeline may pose challenges for operators not already in the process of securing GGL licensing.

Google’s policy update also raises questions about the future of gambling advertising on other digital platforms. As major tech companies often follow similar regulatory trends, it’s possible that other advertising platforms may implement comparable policies in the German market or other jurisdictions with strict gambling regulations.

From a technical standpoint, the implementation of this policy will likely involve updates to Google’s ad review systems.

The post Google Updates Gambling Ad Policy for Germany appeared first on European Gaming Industry News.

Anne Marie Caulfield

GRAI Publishes 2025-2027 Strategy Statement

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The Gambling Regulatory Authority of Ireland (GRAI) has published its Statement of Strategy for 2025 to 2027, setting out its strategic priorities over the next three years as it establishes a robust regulatory and licensing regime for the gambling sector and delivers on its public protection mandate.

Established on a statutory basis in March 2025, the Gambling Regulation Act 2024 sets out the framework and legislative basis for the GRAI which will operate as an independent, self-financing regulator under the remit of the Department of Justice, Home Affairs and Migration.

Minister Jim O’Callaghan TD, Minister for Justice, Home Affairs and Migration launched the new Strategy alongside Mr Paul Quinn, Chair of the Authority, and Anne Marie Caulfield, CEO of the GRAI.

The Statement of Strategy sets out the GRAI’s priorities over the next three years with particular focus on six functional areas with related strategic goals reflecting the GRAI’s legislative mandate:

• Licensing

• Monitoring and Compliance

• Enforcement

• Consumer Protection and Awareness

• People, Organisation, and Governance

• Digital First

Each goal is supported by objectives and deliverables which will guide the GRAI’s progress through to 2027.

Jim O’Callaghan TD, Minister for Justice, Home Affairs Migration, said: “I commend the Gambling Regulatory Authority of Ireland on the publication of its first Statement of Strategy, which is an important milestone for the Authority, the gambling sector in Ireland and for the wider public.

“This strategy is not just about regulation; it is about educating the public, protecting those vulnerable to gambling harm, and ensuring that the industry operates to the highest standards of integrity and social responsibility. As Minister for Justice, Home Affairs and Migration I am committed to supporting the Authority in delivering on its mandate.”

Paul Quinn, Chairperson of the GRAI, said: “As a newly established independent regulator, we have been entrusted with a vital public mandate: to ensure that gambling in Ireland is conducted in a safe, fair, and transparent manner, with the interests of individuals, families, and the wider community at its heart.

“Our work is grounded in the principles of prevention, protection, and evidence-based regulation. This Statement of Strategy sets out the roadmap to delivering a modern, fair, and trusted regulatory regime that reflects the constantly evolving nature of gambling and the expectations of the Irish public.

“Establishing the new licensing arrangements, compliance management, and enforcement functions during the term of this Strategy is central to reducing the likelihood of gambling harms and will underpin a well-regulated gambling market in Ireland.”

Anne Marie Caulfield, CEO of the GRAI, said: “The Statement of Strategy outlines the vision, mission, and values of the Regulator through to 2027. Each goal within the Strategy outlines a thorough approach to our main functions, from building a robust licensing regime that will ensure operators are consistently adhering to standards to supporting research and educational initiatives that enhance our capabilities as a Regulator.

“The GRAI’s Statement of Strategy 2025 – 2027 has been approved by the Minister for Justice, Home Affairs and Migration and we look forward to achieving our strategic goals together.”

The post GRAI Publishes 2025-2027 Strategy Statement appeared first on European Gaming Industry News.

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NLGRB Intensifies Nationwide Crackdown on Illegal Gaming Operations

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The National Lotteries and Gaming Regulatory Board Uganda (NLGRB) intensified its nationwide crackdown on illegal gaming operations, seizing over 80 unauthorised gaming machines in Mbarara and Ibanda cities under its operation name “Mashine Haramu.”

According to the NLGRB Operations Manager, Mr. Steven Tabaruka, more than 6000 illegal gaming machines have so far been impounded across Uganda as part of the ongoing enforcement operation.

The operation targets unregulated gaming operators, suppliers, and manufacturers that exploit unsuspecting Ugandans and undermine the integrity of the industry.

Mr. Tabaruka said that the Board’s goal is to protect Ugandans by eliminating illegal gaming activities and promoting responsible gaming. He encouraged individuals in the gaming business to reach out to the NLGRB offices in Mbarara or the head office in Kampala to regularise their operations.

The National Lotteries and Gaming Regulatory Board continues to urge the public to report suspicious or illegal gaming activities as part of efforts to ensure a safe and regulated gaming environment for all.

The post NLGRB Intensifies Nationwide Crackdown on Illegal Gaming Operations appeared first on European Gaming Industry News.

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ACMA Blocks More Illegal Online Gambling Sites

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The Australian Communications and Media Authority (ACMA) has requested the Australian internet service providers (ISPs) to block more illegal online gambling sites, after investigations found these services to be operating in breach of the Interactive Gambling Act 2001.

The latest sites blocked include Crown Gold, Maxispin Casino, Rain.gg, Didibet, LuckyBet, Malina Casino and Spins of Glory.

Website blocking is one of a range of enforcement options to protect Australians against illegal online gambling. Since the ACMA made its first blocking request in November 2019, 1338 illegal gambling and affiliate websites have been blocked. Around 220 illegal services have also pulled out of the Australian market since the ACMA started enforcing new illegal online gambling rules in 2017.

The post ACMA Blocks More Illegal Online Gambling Sites appeared first on European Gaming Industry News.

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